While much of the world celebrates Valentine’s Day with mutual exchanges of love and gifts on February 14, Japan follows a charming and distinctive custom. In Japan, it is primarily women who give chocolates to men on Valentine’s Day. One month later, on March 14 known as White Day men return the favor with thoughtful gifts.
This two-step celebration has become one of the most fascinating cultural adaptations of Valentine’s Day anywhere in the world.
A Chocolate-Centered Celebration
Valentine’s Day in Japan revolves around chocolate. But not all chocolates are the same. The type of chocolate given carries a specific meaning, reflecting the relationship between the giver and the receiver.
1. Honmei-choco (True Feeling Chocolate)
“Honmei” means “true feelings.” This chocolate is given to a romantic partner, husband, or someone the woman has genuine feelings for.
Honmei-choco is often:
● High-quality or luxury chocolate
● Beautifully packaged
● Sometimes homemade to show sincerity and effort
It symbolizes deep affection and is the most emotionally significant type of Valentine’s chocolate.
2. Giri-choco (Obligation Chocolate)
“Giri” translates to “duty” or “obligation.” Giri-choco is given to male coworkers, bosses, clients, or acquaintances as a polite gesture.
These chocolates are usually:
● Inexpensive
● Simple and store-bought
● Given in professional settings
In the past, workplace culture strongly encouraged women to give giri-choco to male colleagues. However, in recent years, many companies have reduced this expectation, and the social pressure around giri-choco has decreased.
3. Tomo-choco (Friendship Chocolate)
“Tomo” means “friend.” Tomo-choco is exchanged between friends—especially among female friends.
This trend reflects a shift from romance-focused celebrations to a more inclusive and fun approach. Friends celebrate together, share sweets, and post pictures of beautifully wrapped chocolates on social media.
4. Jibun-choco (Self-Chocolate)
“Jibun” means “self.” Jibun-choco is chocolate purchased for oneself.
This growing trend shows how Valentine’s Day in Japan is no longer just about romance or obligation. Many women treat themselves to:
● Premium artisan chocolates
● Imported luxury brands
● Limited-edition seasonal collections
Department stores across cities like Tokyo and Osaka set up special Valentine’s chocolate fairs weeks in advance, featuring international and domestic confectionery brands.
White Day: The Return Gift Tradition
Exactly one month later, on March 14, Japan celebrates White Day.
White Day was introduced by confectionery companies in the late 1970s as a way to encourage reciprocal gift-giving. On this day, men who received chocolates on Valentine’s Day are expected to return the favor.
Typical White Day gifts include:
● White chocolate
● Cookies and candies
● Jewelry
● Accessories
● Flowers
Traditionally, it is said that the return gift should be worth two to three times the value of the chocolate received. This custom, sometimes called “sanbai gaeshi” (triple return), reflects generosity and appreciation.
Changing Trends in Modern Japan
In recent years, Valentine’s Day customs in Japan have evolved.
● Workplace pressure to give giri-choco has reduced.
● Many companies now discourage mandatory chocolate exchanges.
● Celebrations focus more on friendship and self-love.
● Social media has influenced creative chocolate presentations.
Younger generations are redefining the holiday as a day of enjoyment rather than obligation.
Preparation Begins Weeks Before
Although Valentine’s Day is celebrated on February 14, preparations begin weeks earlier. Department stores, supermarkets, and convenience stores dedicate entire sections to Valentine-themed products. Limited-edition packaging, chocolate fairs, and tasting events attract large crowds.
The event has also become a major commercial season for Japan’s confectionery industry.
A Cultural Blend of Romance and Ritual
Valentine’s Day in Japan beautifully blends Western influence with local customs. Instead of a single day of mutual gift exchange, Japan stretches the celebration across two months, creating a rhythm of giving and returning.
From honmei-choco filled with heartfelt emotion to jibun-choco celebrating self-love, Japan’s Valentine’s tradition reflects not just romance but social relationships, workplace culture, friendship, and modern individuality.
In the end, it is not just about chocolate. It is about connection, courtesy, and the sweet expression of feelings uniquely Japanese in its style and spirit.
